How to grow adr and rev par by improving guest experience - WEBINAR

Presented by
WEBINAR FOR HOTELIERS
How to grow ADR and RevPAR by
improving guest experience

HOSTED BY
Jacob K I
Vice President - Business Development
www.idsnext.com
2WEBINAR: How to grow ADR and RevPAR by
improving customer experience

Importance of Online Reputation

The Growth of Online Reviews
20% 22%
27%
2015 2016 2017
2018 Global Hotel Reputation Benchmark Report
Overall review volume increased by
27% from 2016 to 2017
Review pace per hotel/month saw a
31% increase from 2016 to 2017
29
38
2016 2017

The Power of Online Reviews
9 out of 10 travelers think
that reading online reviews is
important
95% of travelers trust tour &
activity reviews on third
party sites
95%
2016 Stride Travel, Report |TrustYou, 2015
76% of travelers will pay
more for a hotel if it has
better online reviews
76%

Cornell Study
51%
48%
42%
18%
16%
8%
8%
1%
0% 20% 40% 60%
Guest Experience Factors
Location
Price
Loyalty Program
Promotions
Amenities
Convention
Others 1% Increase in a Hotel’s Online Reputation Score
+0.89%
+0.54%
+1.42%
In ADR
In Occupancy
In RevPAR
Study: Cornell School of Hotel Administration 2012

TODAY’S DISCUSSION
1. Understanding ADR and RevPAR.
2. Importance of Online Reputation in relation to ADR & RevPAR.
3. Attract the right guest to your hotel by mapping your strengths to Guest Personas.
4. Tracking the Guest’s Happiness Quotient, from Booking to Check Out.
5. Understand every Guest’s requirement and build a product that suits them.
6. Encourage your present Guest’s to be your best salesmen.
7. Grow direct bookings and reduce distribution cost.

TRAVEL
RECOMMENDATION
REVIEW
INTELLIGENCE
FEEDBACK
MANAGEMENT
Recommend customers with best-
fit solutions using sentiment
analysis, based on context,
personas & preferences.
Convert diverse customer
feedback into actionable analytics
that give immediate bottom line
benefits.
Solutions that enable real-time
customer interaction & help
grow average revenue per user.
KePSLA is an acronym to “Key Performance Scores and Lexical Analytics”.
We aggregate and analyze online customer reviews to present meaningful and actionable insights for the hospitality
industry. Our intelligent solutions enable hotels, hospitality consultants and OTAs to measure and enhance their products
& services, improve their reputation and promote guest satisfaction.
ABOUT KePSLA
Reach. Engage. Grow

Shortlisted for
India Innovator Award
Chosen among
Top Travel Startups
Awards & Recognitions
Partnerships
Customers
Integrations + 17 more
many more
2500 Hotels and counting

SPEAKER
Deepak Mavinkurve
Founder | CEO
www.kepsla.com
Founding member of TravelGuru, one of India’s first
OTA, later acquired by Travelocity and Yatra and now
NASDAQ listed. Prior that Head of Marketing for
ICICI OneSource, heading Europe and APAC.

TODAY’S QUESTION
What do you think is the most
important Guest Experience metric to
track?
Please share your answer in the comment box.

2. Understanding ADR and RevPAR.

Understanding ADR and RevPAR
ADR – Average Daily Rate
Avg. Daily Rate indicates the average amount that
the hotel/business earns per room occupied
Rooms revenue earned
Number of rooms sold
E.g. If a hotel earns Rs. 10,000 in room revenue and
100 rooms are sold, the ADR would be Rs. 100.
RevPAR – Revenue Per Available Room
Includes both room rates and occupancy, it provides an
overall view of a how a hotel is performing in terms of
filling its rooms, and how much it can charge.
ADR x Occupancy
Total guest room revenue /
Number of total available rooms /
Number of days in the period
OR
E.g. If a hotel has 100 rooms and charges Rs. 1000 per night and
the occupancy rate of the hotel is 90%, then the RevPAR as per
formula is:
RevPar = 1000 x 90% = Rs. 900

3. Attract the right guest to your hotel
by mapping your strengths to Guest
Personas.

Understanding the Traveller's Motivation
Forthcoming Summer 2017 - Phocuswright's U.S. Consumer Travel Report Ninth Edition
Trip Motivations, 2016
14%
15%
14%
11%
12%
7%
8%
8%
5%
0% 5% 10% 15% 20%
Attractions
Celebration
Attend event
Major attraction
Set holiday
Learn/experience…
Extra money
Engage in activity
Loyalty program…
The Necessary Vacation
Planned Annual Trips
Compulsive Travel
The Dream Trip

Avg. Indian Travellers’ booking journey
Research Time
On an average, each consumer who travel spend 49 minutes spread over 46 days, visiting as many as 17
different online touch points to plan, research and make a booking. But each of these sessions lasts less
than 3 minutes.
Google BCG

Channels Used for Research
64%
33%
26%
12%
0%
10%
20%
30%
40%
50%
60%
70%
OTA Search Engine Maps Offline Resources
Google BCG

Mapping Traveller Persona to Hotels
Traveler Personas
• Business
• Couples
• Families
• Solo
Hotel Attributes
• Rooms
• Location
• Service & Facilities
• Décor
Match Travelers to
Optimal Product &
Experience
Make your strengths
visible
Optimal use of
customer data
Increase Opportunity
to engage with guests
Upsell to the right
audience

4. Tracking the Guest’s Happiness
Quotient, from Booking to Check Out.

Happiness & Loyalty across the Guest Lifecycle
Phocuswright: 2017 Engaging Travelers Personalization, Analytics & Process Come of Age

Keeping Guests Happy
Pre- Check in
In-hotel
Messaging and
Engagement
Real-time
Feedback
Customize Guest’s stay before they
arrive. Get your guests get even
more excited about their
upcoming stay.
During stay Chat, online concierge and
feedback collection through SMS,
WhatsApp, Messenger & more.
Solve your guest’s issues and
needs in a timely manner to make
sure they are always happy.

5. Understand every Guest’s requirement
and build a product that suits them

The Advent of Personalization
Guest’s Expectation of Personalization
92% of hoteliers believe that
by 2020 guests will
expect their stay to be
personalised around a
set of choices they make
before they arrive.
> 50% of guest said, “I don’t
mind when hotels use
my personal information
to offer me relevant
deals, discounts and
loyalty points.”
52%
Companies address me by
my name.
49%
Companies only send me
offers and services that are
relevant to my interest/
situation.
42%
Companies know my
history with them and
reflect this in their
correspondence with me.
27%
Companies only send me
offers and services that
are relevant to my
location.
Skift, The Future of Hotel Loyalty 2016.

Hotel 2020: The personalization paradox
Personalized Guest Experience

6. Encourage your present Guest’s to be
your best salesmen.

Understanding the Motivation to share
Global average review scores
increased slightly in 2017
4.23
4.21
2017 2016
73%
of reviewers wrote a review in
order to share their positive
experience with others.
2018 Global Hotel Reputation Benchmark Report, Phocuswright TripAdvisor Customer Survey 2015

Highly satisfied hotel guests and highly
unsatisfied guests say they’re the most likely
to take your surveys.
Likely to Complete a Survey (%)
59
41
Women Men
Survey Monkey: 5 ways to build brand loyalty in the hospitality industry
Ask the right questions to get the right
feedback. Use technology to increase
your chances of getting feedback.
Guest Preferences (%)
41%
22%
5%
Online survey Tablet at Checkout Hotel's Mobile App

Loyalty
62% of frequent travelers
used hotel loyalty programs.
62%
2016 Stride Travel, Report |TrustYou, 2015
50%
The number of annual room-
nights for each guest increased by
nearly 50%
noteworthy revenue gains per
year—up 57%
43%
Reward loyal
guests with
incentives and
extras
Give travelers a
discount for
booking direct
Prioritize Guest
Experience
Use Technology to
your Advantage &
personalize loyalty
Seek Immediate
Feedback

7. Grow direct bookings and reduce
distribution cost.

• Direct bookings went up from Rs.14,940 to
Rs.37,309 with an increase of 149%.
• Hotels TripAdvisor rank went up from 235 to 71.
• Occupancy rate improved From 58% to 74%
• Distribution cost reduced from 25% to 3% for the
incremental bookings.
How Hotel Swagath increased their direct sales by 149% in a month.
Hotel Swagath is a leading budget hotel that offers the best hospitality at competitive prices in Bangalore. A
30-day intense campaign was carried out to drive traffic to the hotels own site and thus drive bookings from
there.
Case Study

KePSLA’s Solutions

INSPIRE
RESEARCH & BOOK
EXPERIENCE
ADVOCATE
EXPERIENCE
Fasten hotel research and
increase direct bookings.
Influence customer
booking decision with
KePSLA Quality Score &
Review snippets.
Encourage travelers with
the help of social media
and marketing. Promote
hotels online to
potential travelers and
guests.
Improve guest satisfaction &
capture real-time guest
feedback to ensure timely
guest and staff response.
Take quick action to guest
request with notifications
and alerts.
1
2
3
4
Impactful insights on
online guest reviews.
Analyze and improve
online ratings to increase
repeat bookings.
Enhancing Customer Experience In Every Step Of The
Journey

Feedback Management System – solutions that enable
real-time customer interaction & help grow average
revenue per user
KePSLA enables Enterprises to track & analyze customer
sentiments using NLP & Semantic Analysis, with emphasis on
Machine Learning & AI that leads to enhanced customer
experience & improved revenue
Review Intelligence - convert diverse customer feedback
into actionable analytics that give immediate bottom
line benefits
Personalization Platform - Recommend customers with
best-fit solutions using sentiment analysis, based on
context, personas & preferences
KEPSLA PRODUCT PORTFOLIO

Improved Guest Satisfaction
KePSLA’s Feedback management solutions enables hotels to capture real-time guest feedback. With email notifications
and low-score alerts, hotel staff can take immediate action, improving the hotel’s services.
Guest communication is the best way to ensure guest satisfaction.
PRECHECK-IN
• Capture guest
preferences even
before guest’s
check-in.
• Send offers and
promos during
check-in.
• Provide Guest with
(a) Direction maps
(b) Call Hotel
button (c) Book cab
(d) Weather during
stay
DURINGSTAY
• Sent welcome
message, Wi-Fi info
on check-in.
• Ancillary request
through mobile.
• Promote/Request
spa, restaurant and
other services.
• Guest Feedback
Collection at POS.
POSTCHECK-OUT
• Collect feedback
about stay using
email.
• Email offers and
other benefits for
repeat booking.
• Pass reviews to
TripAdvisor or
other such sites for
improving
advocacy
• Add useful data to
your CRM

Questions?

How to grow adr and rev par by improving guest experience - WEBINAR

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